Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Merchant Center Beta Tests Regional Member Pricing for Shopping Ads
Google Merchant Center is now beta testing regional member pricing, allowing merchants to offer different loyalty prices based on shopper regions. This new feature overrides member prices in the regional inventory feed and is available only where both RAAP and loyalty programs are supported. Implementation requires onboarding to loyalty programs and updating inventory feeds and landing pages accordingly.
Optimixed’s Overview: Enhancing Loyalty Benefits with Regional Pricing in Google Shopping Ads
Introduction to Regional Member Pricing Beta
Google Merchant Center has introduced a beta feature enabling merchants to customize member prices in Shopping ads depending on the shopper’s geographic region. This enhancement builds upon the existing loyalty program capabilities by integrating with the regional inventory feed, allowing for more targeted pricing strategies.
Key Benefits and Eligibility
- Targeted Member Pricing: Merchants can now display region-specific loyalty prices, potentially increasing conversion rates in diverse markets.
- Eligibility: This feature is currently limited to countries supporting both RAAP (Retail Ads API Program) and loyalty programs.
- Consumer Visibility: As a beta, consumer exposure to these prices may be limited initially.
Implementation Requirements
To utilize regional member pricing, merchants must:
- Enroll in a loyalty program within Google Merchant Center.
- Define region settings aligned with business goals.
- Structure and update the regional inventory feed attributes correctly to reflect member prices per region.
- Ensure that landing pages correspond accurately to the regional pricing shown in ads.
Google provides detailed technical documentation to guide merchants through the setup process, ensuring a smooth integration of this feature into their Shopping campaigns.
